Universal McCann lands Nickelodeon media business

Universal won the business following a five-way pitch against rivals
that included OMD UK and Mediaedge:cia. The business was previously held
by Equinox.

Sarah Mieran, Nickelodeon UK's senior marketing manager, said: "We
operate in a very competitive sector and felt Universal McCann offered
an understanding of our market and some genuinely innovative ways of
talking with our audience and building our brand and viewing levels. We
liked its integrated, imaginative, results-focused approach to our
business."

The children's TV sector, worth up to £100 million in advertising
revenue, will become increasingly competitive when ITV launches its
dedicated children's strand on ITV4. The BBC, with its CBBC and CBeebies
channels, is the largest player, although Nickelodeon is the biggest
commercial children's network in the UK. Its channels comprise
Nickelodeon, Nick Junior, Nicktoons and Nick Replay.

The media appointment does not affect Nickelodeon's creative roster,
which includes Mustoes and Walsh Trott Chick Smith.